| Title | GOOD ENERGY TAXI |
| Brand | MERCURY ENERGY |
| Product / Service | MERCURY GOOD ENERGY TAXI |
| Category | C01. Integrated Media Campaign |
| Entrant | TBWA\DIGITAL ARTS NETWORK Auckland, NEW ZEALAND |
| Entrant Company: | TBWA\DIGITAL ARTS NETWORK Auckland, NEW ZEALAND |
| Advertising Agency: | TBWA\DIGITAL ARTS NETWORK Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Andy Blood | TBWA\Digital Arts Network | Executive Creative Director |
| Ross Howard | TBWA\Digital Arts Network | Creative Director |
| Jake Fitter | TBWA\Digital Arts Network | Digital Creative |
| David Minty | TBWA\Digital Arts Network | Digital Designer |
| Ryan Sproull | TBWA\Digital Arts Network | Digital Strategist |
| Sarah Crosswell | TBWA\Digital Arts Network | Senior Producer |
| Mandy Eckford | TBWA\Digital Arts Network | Account Director |
| Sarah Osbourne | TBWA\Digital Arts Network | Account Manager |
| Simon Betton | TBWA\Digital Arts Network | Front End Developer |
| Hsichen Hsieh | TBWA\Digital Arts Network | Front End Developer |
| Patrick Li | TBWA\Digital Arts Network | Server-Side Developer |
| Johannes Gertz | TBWA\Digital Arts Network | Producer |
In only two weeks, the good energy generated by over 500 passengers fuelled the taxi over 2,700km and made hundreds of smiles and heaps of good deeds all possible. Acquisitions were up 5,591 over the 13 weeks following the campaign. The youtube clip reached an impressive 23,600 views and we received 10,373 Facebook likes for the Mercury Energy Facebook page, a massive increase from 4,180 before the launch of the campaign. We emphasized the ‘car’ in good Karma. And ‘paid it forward’ so no-one had to pay a fare. All hail the Good Energy Taxi.
The Good Energy Taxi idea was created to help support and serve as the proof behind the Good Energy brand campaign and provide the reason to believe. The Digital arm of the campaign was focused around inspiring people to participate in the good energy movement and engaging them with sharable content. A taxi that runs on nothing but the good vibes between people. Instead of passengers having to pay for a fare with cash, we just asked them to pay with ‘good energy’. By having fun, being kind and sharing their own good natured-ness with those around them. Because of our experiential demonstration of Good Energy via our Taxi Cab, Facebook page, Twitter, Online Banners, Radio promos, FB marketplace & sponsored stories we received 10,373 Facebook likes for Mercury Energy, a massive increase from 4,180 before the launch of the campaign.
If you took all the good actions that happen in New Zealand in a day, and put them in a single town people would think it remarkable. But it’s just ‘Godzone’. Why? Because NZ is one of the last places on earth where people still do nice things for each other. People are still genuinely good-natured. Not only that, we are also world leaders at geo-thermal, so our ‘good energy’ even exudes from the land. We wanted to introduce Mercury as the Good Energy Company, in a way that builds positive energy around the brand, transforms us into most likeable energy company in NZ, and makes consumers feel a strong part of it. It’s not just about us – it is about creating a human and emotional connection that is contagious – something people want to be a part of and share.